The intended audience of this Nespresso advertisement are coffee consumers, particularly towards an affluent clientele of a higher income to affirm the brand’s image. In general, young adults tend to express their social status by their looks and physical appearance. However, adults aged 35-50 prioritize their social status by their possessions. As espresso has a focused brand image on luxury coffee and espresso machines, the possession of Nespresso is exclusive and valuable, thus, attracted by higher social class adults.
The advertisement notably introduces ethos by appealing the presence and authority of the well-respected actor, filmmaker, and activist George Clooney to stimulate a believable character of persuasion. In the ad, George Clooney convinces the intended audience to purchase Nespresso, because his judgment on quality coffee is respected, thus, trustworthy and reliable. As the celebrity is a well-credited actor of a higher social class adult, thus, automatically influences the consumer purchase, position of the brand and attracts new users.
Additionally, the advertisement also provokes emotions through its use of setting and characters. Throughout the advert, George Clooney identifies the value of luxury coffee. The brand’s image is primarily visualized in the advert; set in a highly exclusive and wealthy scenery where gestures and movement throughout are elegant, graceful and sophisticated. The use of private setting and exclusive and wealthy characters evokes a luxurious and authorizing feeling. By doing so, the advertisement attracts their intended audience and their media message. Additionally, the slogan of the campaign is to "Experience the quality of Nespresso, and you'll let no one compromise your pleasure". As the women prefers to have another espresso rather than meeting George Clooney, it illuminates and highlights the intense sensation and valuability of Nespresso coffee. Eventhough this situation is highly unrealistic, the setting and character appeals to the intended audience which evokes a prioritized and exclusive emotion.
Hi Fleur, i found the commercial very entertaining and you had thoroughly examined every aspect of the 3 rhetorics. Your use of language here was very sophisticated, which would make it very clear to the audience of your explanations. Overall, the analysis was really good, keep up the good work!
ReplyDeleteHello Fleur,
ReplyDeleteThis was an enjoyable analysis to read as you thoroughly justified rhetorics in the ad you've chosen. I think this is the case because the advertisement has evidence of ethos, pathos and logo that allows to examine each aspect effectively. Something that caught my attention while reading your analysis is when you use sophisticated language such as: "illuminates and highlights the intense sensation and valuability of Nespresso coffee." Clearly your analysis is very analytical and critical especially with the use of language that allows your analysis to flow in a clear and coherent manner. Not to forget the way you specify George Clooney by introducing him as a "well-credited actor of a higher social class adult" and the fact that "adults aged 35-50 prioritize their social status by their possessions." With such clear information, one is able to identify the intended audience and why George Clooney is chosen in the ad. Although this blogpost is a quiet long read, I still enjoyed it and I am looking forward to reading your future blogposts.
Well done!